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Reputation Management The Key to Successful Public Relations and Corporate Communication

ISBN-10: 0415974712
ISBN-13: 9780415974714
Edition: 2006
List price: $55.00
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Description: Reputation management is the most important theme in corporate and organizational communication today. Leading corporate communicators and educators John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation  More...

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Book details

List price: $55.00
Copyright year: 2006
Publisher: Routledge
Publication date: 10/20/2006
Binding: Paperback
Pages: 456
Size: 7.00" wide x 10.00" long x 0.75" tall
Weight: 1.738
Language: English

Reputation management is the most important theme in corporate and organizational communication today. Leading corporate communicators and educators John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. Heads of government and non-profit agencies don't do much better managing the reputation asset, as recent scandals demonstrate. Yet, when leaders get reputation right over the long term, they follow certain principles, like the ones described here for the first time by Joe Hardy, one of the world's most successful builders. This book is a how-to guide for professionals and students in public relations and corporate communication, as well as for CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units (media relations, employee communication, government relations, and investor relations, for example), the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors--and it is this rare book that focuses on practical solutions. Each chapter is fleshed out with real-world experience by the authors and their 25 contributors, including Lynn Appelbaum, The City College of New York; Gail Belmuth, International Flavors & Fragrances, Inc.; Kenneth Berkowitz, Healthcare Marketing and Communications Council; Roberta Bowman, Duke Energy Carolinas (formerly, Duke Power); Sandra Boyette, Wake Forest University; Andrea Coville and Ray Thomas, Brodeur; Lou Capozzi, Publicis; Steve Doyal, Hallmark; Anthony Ewing, Logos Consulting Group; Ed Ingle, Microsoft Corporation; James Lukaszewski, The Lukaszewski Group; Tim McMahon, McMahon Marketing; and Judy Voss, the Public Relations Society of America.

Preface
Acknowledgments
About the Authors
About the Contributors
Reputation Management
This Chapter Covers
Reputational Capital
Identity
Can Reputation Be Measured?
Can Reputation Be Managed?
"Intangible Asset" - The Wrong Perspective
Comprehensive Reputation Management
Confusing Communication with Performance and Behavior
The Ten Precepts of Reputation Management
Reputation Management
Ethics and Communication
This Chapter Covers
Introduction: Why Ethics Matters
What is Ethics?
Ethics and Organizational Communication
Ethics of Communicating
Ethics of Running a Business
Ethics of Representation
Helping Companies Behave Ethically
Media Relations
This Chapter Covers
The Case for a Centralized Media Relations Function
Organizing the Media Relations Function
Media Relations as a Lightning Rod
Moderating Expectations
The Journalist and the Spokesperson
Fear of the Press
The Press' Right to Know
The Press' Penchant for Bad News
The Good News About the Press
Press Relations from a Position of Power
Success in Media Relations
New Media
This Chapter Covers
A Different World
An Abridged History of New Media
New Media and the Consumer Electronics Revolution
A Sampling of Today's New Media Tools
Are the New Media Truly Different?
Examples of Digital Marketing
The Impact of New Media on TV
New Media Terms
Employee Communication
This Chapter Covers
Employee Communication: The Stepchild of Public Relations and Human Resources
Making Progress: Employee Communication Today
Employee Communication Drives Organizational Performance
The New Role of Employee Communication
The Five Traits That Distinguish the Best Employee Communication Shops
Government Relations
This Chapter Covers
What Is Government Relations?
Case for a Centralized Government Relations Function
Organizing the Government Relations Function
Understanding the Key Audiences
Setting the Company's Government Relations Agenda
Success and Expectations Management
Role of Third-Party Advocacy
Role of the Lobbying Consultant
Role of Political Contributions
State and International Government Relations
Government Relations Best Practices
Community Relations
This Chapter Covers
Hardy's Relationship-Building Principle # 1: Be Involved. Be Committed
Hardy's Relationship-Building Principle # 2: Building Reputation, One Relationship at a Time, Is Good Business
Hardy's Relationship-Building Principle # 3: Choose the Right Projects. Be Strategic
Hardy's Relationship-Building Principle #4: Keep Moving Ahead
Hardy's Relationship-Building Principle # 5: Embrace Diversity
Hardy's Relationship-Building Principle # 6: When Things Go Wrong, Make Them Right as Fast as You Can
Investor Relations
This Chapter Covers
What Is Investor Relations?
The Goals and Roles of Investor Relations
What Does "Public Company" Mean?
A Brief Introduction to the Securities Markets and Investment
Securities Analysts: The Crucial Intermediaries
Sell-Side Analysts
Buy-Side Analysts
IR's Interaction with Analysts
IR's Interaction with Investors
The Financial Media
IR and Corporate Disclosure
Materiality
Disclosure
Global Corporate Communication
This Chapter Covers
The Global Imperative
The Global Corporate Communication Role
Standardize or Customize? That Is the Question
The Global Communication Network
Internal Communication-Worldwide
External Communication
Working with Public Relations Agencies
Measuring the Success of Global Communication
Integrated Communication
This Chapter Covers
Creating Enterprise Value through Powerful Brand Identity
Leadership: The Engine of Effective Integrated Communication
A Shared Vision Will Replace a Shelf Full of Policy Manuals
Culture: The Lever for Transformation
Communication Toolbox: The Devices Used to Move People to Action
Marketing and Sales, What Is the Difference? Does It Matter?
The Corporate Brand: Differentiating the Company's Approach to Business
Issues Management
This Chapter Covers
Issues Management Overview
Establishing an Issues Management Function
Prioritizing Issues
Issues Management Planning Process
Developing an Issues Management Plan
What the Elements of the Issues Management Analysis and Planning Template Mean
Crisis Communication
This Chapter Covers
Introduction
What Is a Crisis?
Timeliness of Response: The Need for Speed
Control the Communication Agenda
Dealing with Rumors
Controlling Rumors: A Mathematical Formula
Corporate Responsibility
This Chapter Covers
Corporate Responsibility
Communicating Corporate Responsibility
Tools
Challenges and Opportunities in Public Relations and Corporate Communication
This Chapter Covers
Earning a Seat at the Table: Defining the Professional Communicator's Role
Historical Perspective: Edward L. Bernays and the Roots of Applied Anthropology
The Future of Public Relations and Corporate Communication
Becoming Truly Strategic
Notes
Index

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